The aim of this article is to assess advertising creativity and its influence on brand attitude. While creativity is currently measured by advertising professionals, our measure focuses on viewer's judgments of the creativity of advertisements (perceived creativity). A scale was developed to...

This paper identifies social network analysis (SNA) as a newly emerging methodology for the study of on-line communities in marketing. In order to examine what constitutes SNA, this paper reviews prior research on the topic: data-gathering techniques, measures of network structure (density,...

Véritable best-seller dans sa version originale, ce livre est un guide complet sur le marketing digital. Fondé sur les dernières recherches académiques et les meilleures pratiques professionnelles, il permet d'appréhender et d'exploiter les opportunités offertes par le marketing digital...

Considerable media attention was focused on how U.S. presidential candidates in 2008 integrated Facebook and other social networking sites into their campaign strategies. In this context, understanding the formation and utilization of online social networks becomes important. Social network...

Numerous critical studies argue that control of individuals is obtained through domination. In this article, we focus on the design and on the development of a panoptic organization and not on its implementation. By taking this point of view, we demonstrate the possibility of going beyond the...

Il est important de montrer la difficulté du chemin qui peut mener de l'adoption de la norme ISO 26000 jusqu'à sa mise en œuvre des entreprises, qui requiert un processus d'appropriation de la part des organisations. Un tel processus d'appropriation exige de proposer une vision organisatrice,...

Le management et ses dispositifs matériels constituent l'élément dur du capitalisme néolibéral. L'entreprise est devenue un modèle d'efficacité pour l'ensemble de la société (organisations publiques, privées, associatives, l'Etat). Les auteurs montrent comment agissent les méthodes de...